Identifying High-Value Segments to Drive Sales and Brand Growth

The Challenge:

The client sought to gain a deeper understanding of the UK confectionery market, with a particular focus on how their brand is perceived by their enthusiasts. Their primary objective was to identify the most promising consumer segment to target for future growth.

The Solution:

We conducted a concise 20-minute online survey, reaching over 1,000 regular confectionery buyers. The survey explored the complete consumer journey with their product; from purchase through to consumption. This approach provided the client with valuable insights into buying behaviours, usage occasions, and perceptions, helping to inform future targeting strategies.

The Result:

Following our recommendations, the client began actively exploring opportunities with the identified target segments, leading to a strategic shift in both their marketing approach and product offering in the UK. To build on the initial insights, they commissioned additional in-depth interviews (IDIs) to further explore consumer preferences. As a result of these initiatives, the client has recently seen a notable increase in UK sales, achieving leading market growth in 2024.

Curious about how we brought this to life? We’d love to hear from you, please contact [email protected] to discuss your needs.